The power of the social media is beyond doubt but digital marketers still find it difficult to explain its value to budget-holders. Why is this so?
The efforts put in to generate leads from social media have multiple layers. Most often, these include hosting chats, changing content, launching campaigns around an event, and even asking experts to speak. That’s a lot of work. The results, on the other hand, may not be exactly what we want.
So what can one do?
One solution is to focus on audience segmentation.
Audience segmentation is unfortunately, underused even though it is effective. Social media strategists only now understand how valuable this practice is for a business. It is ironic because the tricks of the trade have been used since the beginning of marketing including understanding the psychology of customers, tracking behaviours, creating best price models, and sending mails.
So when you are on a shoestring social media budget, invest it in paid audience segmentation. The logic is simple: reaching the right people with the right message at the right time.
The most important benefit of paid audience segmentation is that it will take your business to the right people – the active users. You don’t have to convince these people, they will engage with your business through your content, campaign, or offer, making your life easier. This reach will help you get meaningful conversions.
In addition, paid audience segmentation gives you targeted users as per occupation, age, gender, location, connections, and interests. This allows you to create content which resonates with the right people. It also gives you an edge to stand out.
So relevance is what we are looking for.
At your end, begin asking questions in your head. What are you looking for? Where is your audience coming from? Which sites have the most conversion? Which of the content is high-performing? What did the old budget achieve?
Once this is done, you can strategize to get the most impact. Segment your audience and allow them to find you first.More details: The Oldest Trick In Marketing: Audience Segmentation Cogdigital Blog